Building Trust and Inspiring Action: Can-Care-Do

Insights from Jim Massey, Chief Sustainability Officer and Author of Trust in Action

In a world inundated with complexities and challenges, the ability to inspire trust and catalyse action is paramount for corporate leaders and executives. Against this backdrop, we had the honour of interviewing Jim Massey , Chief Sustainability Officer (CSO) and author of "Trust in Action." In our episode "Can, Care, Do: How to Build Trust and Spark Action" of Second Crack — The Leadership Podcast, Jim shares profound insights on how to navigate this terrain with authenticity, purpose, and impact.

Massey's journey exemplifies the power of the "Can-Care-Do" model, a framework he developed to guide individuals and organisations towards building trust and driving meaningful action. Below are the key points from our conversation.

Can: Finding Purpose and Self-Trust

At the core of Massey's approach lies the fundamental question: "Why do I exist?" This introspective inquiry forms the foundation of self-trust and clarity of purpose. Massey emphasises the importance of aligning personal and organisational missions, ensuring that every action is driven by a deep sense of purpose and commitment.

For corporate leaders, embracing their "Can" involves acknowledging their unique strengths, values, and aspirations. By grounding themselves in their purpose, they cultivate the confidence and resilience needed to navigate challenges and inspire others.

Care: Cultivating Trust through Authenticity

Authenticity is the cornerstone of trust-building. Massey underscores the significance of genuine care – for oneself, for others, and for the planet. He highlights the importance of creating inclusive environments where diverse perspectives are valued and respected.

Leadership is not about wielding power; it's about fostering connections, empathy, and mutual respect. Massey encourages leaders to step into vulnerability, to show up as their authentic selves, and to cultivate trust through meaningful relationships.

Do: Taking Purposeful Action

Trust is not merely a sentiment; it's demonstrated through action. Massey advocates for a proactive approach to addressing challenges and driving change. He emphasises the importance of aligning actions with intentions, of walking the talk, and of holding oneself accountable.

Leadership is about inspiring action – not through coercion or command, but through inspiration, collaboration, and empowerment. By leading by example and championing meaningful initiatives, leaders can create ripple effects that extend far beyond their immediate sphere of influence.

Navigating Legacy Systems: Breaking the Status Quo

In navigating complex organisational structures and societal norms, Massey confronts the inherent challenges posed by legacy systems – the "Built Systems" that often perpetuate inequality and resistance to change. He calls for a paradigm shift, advocating for inclusive systems that embrace diversity, equity, and inclusion.

Leaders must challenge the status quo, disrupt entrenched patterns, and create environments where all voices are heard and valued. By stepping into discomfort and embracing change, leaders can pave the way for transformative progress.

Reflection and Action: Key to Personal and Organizational Growth

As Massey aptly observes, reflection is the catalyst for growth. Corporate leaders must carve out time for introspection, to evaluate their actions, and to identify opportunities for improvement. By fostering a culture of continuous learning and self-awareness, organisations can adapt and thrive in an ever-evolving landscape.

Massey's Can-Care-Do model offers a roadmap for corporate leaders seeking to build trust, inspire action, and drive meaningful change. By embracing their purpose, cultivating authenticity, and taking purposeful action, leaders can shape a future that is not only sustainable but also equitable and inclusive.

In conclusion, the journey towards building trust and inspiring action begins with a commitment – to oneself, to others, and to the greater good. Through introspection, empathy, and purposeful action, corporate leaders can navigate complexities with confidence, resilience, and integrity. As Jim Massey exemplifies, trust in action is not just a philosophy – it's a way of life.

Reflection Questions for Leaders?

• The most powerful question sits in "Can", as in: "why do I exist?" What is my purpose as a leader, and am I fulfilling it? Am I grounded in my "why" amidst the distractions of daily tasks and responsibilities, getting lost in the "Do"?
• Reflecting on my work today, could I be "my self"? Were there moments where I felt I couldn’t??If so, how can I address situations where I struggle to be authentic? Is it about setting intentions for my own behaviour next time, or are there systemic barriers preventing me from being my true self?
• When faced with challenging leadership situations or a lack of desired results, how can I leverage this as an opportunity to cultivate trust? Which aspect of the Can-Care-Do model—Can, Care, or Do—requires my attention and focus in this context?

For a comprehensive exploration of the nuances of trust in action, tune in to the full episode of "Can, Care, Do: How to Build Trust and Spark Action — with Jim Massey, CSO" of Second Crack ? The Leadership Podcast. It’s available on all major podcast platforms such as Apple Podcasts, Spotify, or on our website (with transcript).

Second Crack — The Leadership Podcast is hosted by Martin Alderg?rd and Gerrit Pelzer. We explore everyday leadership dilemmas and paradoxes, and we ask thought-provoking questions to help leaders grow. Feel free to contact us for a complimentary consultation to explore how we can help you accelerate your leadership development.

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